A How-To Guide on Custom Contextual Targeting for Cross-Channel Display Advertising

Demand-side platforms (DSP) can quickly run contextual targeting campaigns at a categorical level. However, often enough, contextual targeting is only limited to a description tag – with limited visibility on the exact list included in the category – for example: Finance, Banking, and Personal Banking.

Once a few niche groups are selected, marketers can start a campaign to identify the location of the impressions. However, what if there was an alternative – a more controlled way of running this process?

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About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Services and Products

Unica Marketing Solutions Implementation

Companion: Performance Monitoring for Unica Campaign

Artour Kitbalian

Named Account Manager

Artour joined Munvo in 2013 as a Consultant delivering services for both the Adobe and IBM (now Unica) Campaign practices to clients across Canada and the US. He quickly earned himself a reputation for providing high-level services while maintaining a relaxed and friendly environment.

Leveraging his consulting experience as a Business Solutions Consultant, Solutions Architect, and Named Account Manager, Artour has been developing Munvo’s client profiles by working closely with them to bring tailored solutions to their needs. The dedication that he demonstrates in each engagement ensures that our clients’ aims remain a top priority.

Before joining Munvo, Artour worked as a Data Migration Consultant. He also holds a Bachelor’s degree in Mechanical Engineering with a minor in Management from McGill University.

Andrew Didinchuk

Adobe Campaign Practice Lead

With 25+ Adobe Campaign implementations serviced, Andrew has become a highly experienced leader in the field. His expertise lies in integrating Adobe solutions with external applications. Over his 5 years at Munvo, Andrew has played a crucial role in building our Adobe business and training the Adobe team from the beginning. In fact, he has been involved in more than 50 on-premise and cloud-hosted Adobe Campaign projects to date.

Prior to joining Munvo, Andrew completed two Bachelor’s degrees in Computer Science and Business Administration at Wilfred Laurier University.

Dave Ariely

Marketing Transformation Services Practice Lead

Since joining Munvo in 2013, Dave has continuously focused on helping organizations enable their strategic vision through the evaluation and onboarding of key value-based technologies and processes. With direct experience in implementing over 25 EMM projects across Canada, the US, South America, and Europe, he specializes in designing business-driven solutions for the Banking, Travel, Telecom, and Healthcare industries. Prior to joining Munvo, Dave has held positions at Rogers Communications, Arthroteq Preclinical, and Forniture Technice Europee – an Italian-based electronics distributor servicing the RF communication sector.

Dave holds a Bachelor's degree in Computing from Queen's University, as well as a Master's in Management from Harvard University. A frequent traveller by nature, he speaks English, Italian, French, Spanish, and Hebrew, and can sometimes be found swimming laps, enjoying a live jazz show, or discovering a new pizzeria.

Adil Riaz

Digital Marketing Practice Lead

Adil is a strategic and tactical Digital Marketing Lead, with experiences in supporting digital transformation programs for a number of Fortune 500 companies. His recent engagements include building, as well as delivering enterprise-wide Digital Transformation and Analytics strategies.

Prior to joining Munvo, Adil spent 10 years at Accenture. His experience involves developing and implementing capabilities around customer experience, digital strategy, and marketing operations, with a heavy focus on AI strategy, Machine Learning, and Customer Data and Analytics. Throughout his career, Adil has worked across Retail, Financial Services, Resources, and Healthcare industries in Canada, USA, and Europe, as well as on global transformation programs.

Anna Ivanova

SAS Practice Lead

Since joining Munvo in 2015, Anna has been a passionate advocate for Munvo’s SAS Practice and today she is responsible for evolving and growing the SAS professional services at Munvo. Anna has over 15 years of experience in both business and technology positions in the Credit Card, Banking, Insurance, E-commerce, and Aerospace industries. She has delivered SAS projects in marketing, analytics, data modeling, and CRM, and in credit risk strategies.

Anna holds a Bachelor’s degree in Computer Science from Concordia University and is currently pursuing a certificate in Data Science and Machine Learning at McGill University. She also holds a Master’s degree in Economics and Administration.